The document discusses pricing strategies for Masoom, a non-profit school for children with special needs. Masoom previously used a cost-based pricing strategy, setting their prices for handloom products based on production costs plus a profit margin. However, the market is now more competitive, with customers having more choices. A case study showed that when Masoom shifted to a market-oriented pricing strategy, setting prices based on what customers are willing to pay rather than just costs, they were able to raise prices 10% while keeping sales volumes the same, increasing profits by 20%. The document argues that in today's market, understanding customer demand and perceptions of value is crucial for determining optimal pricing.